Magnet 88
Welcome to another edition of Magnet.
Campaigns:
Sport England is launching the next phase of its ‘This Girl Can’ campaign, which this time focuses on the fact 2.4 million fewer women than men enjoy sport and physical activity.
‘This Girl Can With You’ looks to tackle this ‘enjoyment gap’ by addressing some of the key barriers that women feel towards taking up sport, including fear of judgement, safety concerns and the rising cost of living.
To get more women to take up sport, it believes activities must be social, suitable for women’s needs, self-affirming to encourage women to feel confident while taking part and safe.
The Girl Can With You will be supporting organisations to ensure they offer activities that cover these four points.
Working with long-term agency FCB Inferno, Sport England has created a number of films that show real women and groups participating in sport and breaking down barriers. It has worked with Black Girls Do Run, Goal Diggers FC, Muslim Girls Fence and Welcome Gym on the campaign, which is being fronted by Olympic gold medallist boxer Nicola Adams.
The IPA Census
MAG were proud to be featured in Prolific North’s coverage of the IPA’s 2022 census this week. Here’s what we had to say:
“Media Agency Group recognises that the gender and ethnicity pay gap does exist, we strive consistently towards an inclusive and fair workplace. Testament to this is our rich and diverse workforce that has created an amazing team of people.
“We have taken advantage of the diversity training offered by the IPA, to further enhance inclusivity. We believe that this should be the case for all agencies; we hope the disparities highlighted in this census spur on change towards further inclusivity and progression within the industry,” said Janet Smith, Finance Manager at Media Agency Group.
Local businesses in Liverpool told to ‘up TikTok game’.
It really does feel like the word TikTok is on the industry’s lips every week- but that’s because the platform has ensured it’s relevant in almost all aspects of the media industry. Susan Finnegan, commercial director for Culture Liverpool, has told local businesses to up their TikTok game to make the most of the city’s forthcoming Eurovision boom.
Speaking at an event for stakeholders on Wednesday afternoon, and flying in the face of advice from the US and EU governments, who have recently banned TikTok from their devices, Finnegan said global TikTok influencers were expected in the city for the contest, along with the 1,400 accredited traditional media, and said TikTok ideas and tips would be available through the business support section of the council website.
Finnegan added: "We know content is king and 40 per cent of Gen Z turn to TikTok and Instagram before performing a traditional Google search."
Liverpool will host this year’s Eurovision Song Contest in May on behalf of Ukraine, which won last year’s competition but was deemed unsafe as a venue for this year’s final due to the ongoing war with Russia. Over 100,000 people are expected to visit Liverpool for the annual contest.